Narendra Modi to promote brand Gujarat; initiates creative pitch

The pitch is underway in Ahmedabad.

Narendra Modi's team has decided to promote 'brand Gujarat' aggressively in the days ahead. For this, the authorities have initiated a full-fledged creative pitch process.

The pitch is currently underway in Ahmedabad and the team is in the process of meeting with leading advertising agencies from Mumbai. The initial round is over and some of the participants have received creative and strategy briefs, and are currently in the process of working on their forthcoming presentations.

The ad spends could not be ascertained at the time of filing this report but industry sources say it is a "very substantial amount".

Once an agency is selected, the team plans to launch a mass media ad campaign to promote 'brand Gujarat'. The communication will not be restricted to lure potential tourists, like the recent 'Khushboo Gujarat Ki' films that featured Gujarat Tourism's brand ambassador, actor Amitabh Bachchan.

Rather, sources inform that the campaign will be on the lines of the recent 'Incredible India' campaign, but specifically for the state of Gujarat and will focus on the state's achievements and progress on all fronts, including the political angle.

Besides TV, 'Khushboo Gujarat Ki' used other media channels as well. Earlier this year, Gujarat Tourism Development Corporation branded one entire Reliance Metro Airport Express train in Delhi as a part of the campaign.